CHAPSTICK LEAVE ONLY MEMORIES
PROBLEM
STANDING OUT
ChapStick needs to stand out in Saturated market with other competitors such as Burt's Bees or Blistex .
BRIEF
SHOCK
Showcase the worse times when chapped lips can strike-and only leave your company with the best memories.
DESIGN
The art direction of this campaign had to be brutal in both imagery to catch attention of consumers while also incorporate style to give more meaning to the otherwise gruesome imagery. Each design features the deepened blue of ChapStick colour scheme with a pink to add contrast.
INITIAL CONCEPTS
The initial idea was show the lips process of healing similar to a lipstick sample.
I followed my art director's advice to go for more grosser imagery in everyday situation